Pengaruh Pendapatan dan Media Sosial terhadap Keputusan Pembelian Produk Fashion Bermerek di Shopee: Peran Mediasi Citra Merek pada Perempuan Pekerja di Bandar Lampung

Muhammad Sulaiman; Imma  Adiningtyas; I Gusti Ngurah Dwi W; Naafi Yudha Diputra

doi:10.52423/businessuho.v11i1.119

Authors

Muhammad Sulaiman Politeknik Negeri Bandung
Imma Adiningtyas Politeknik Negeri Bandung
I Gusti Ngurah Dwi W Politeknik Negeri Bandung
Naafi Yudha Diputra Politeknik Negeri Bandung

DOI:

https://doi.org/10.52423/businessuho.v11i1.119

Abstract

The surge in branded fashion consumption is a result of the advancement of online retail, particularly among working women with financial independence and a tendency to use social media intensively. Using brand image as a mediator, this study investigates how income and social media influence consumer decisions to purchase branded fashion products on Shopee. A quantitative approach was employed in this study. A survey was conducted among 153 female employees in Bandar Lampung City. A purposive sampling method was used to conduct the survey. Data were analyzed using the Partial Least Squares Structural Equation Model with SmartPLS software. The results revealed that income had a positive and significant effect on purchasing decisions. Although social media did not directly influence purchasing decisions, brand image was positively influenced by social media. Furthermore, brand image significantly influenced purchasing decisions, and the overall influence of social media offset the influence of social media. The results revealed that social media more dominantly influenced brand perception and image than direct purchasing decisions. This study provides theoretical benefits by emphasizing the role of brand image as a psychological mechanism in fashion shopping in the marketplace. This also provides practical benefits for fashion businesses on Shopee by emphasizing social media strategies to create a consistent and confident brand image.

References

Das, M., Jebarajakirthy, C., & Sivapalan, A. (2022). How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation. Journal of Retailing and Consumer Services, 68, 103023. https://doi.org/10.1016/j.jretconser.2022.103023

Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya. Journal of Entrepreneurship & Business, 3(2), 104–114. https://doi.org/10.24123/jeb.v3i2.4801

Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733. https://doi.org/10.1080/23311975.2020.1787733

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104

Guo, J., & Li, L. (2022). Exploring the Relationship Between Social Commerce Features and Consumers’ Repurchase Intentions: The Mediating Role of Perceived Value. Frontiers in Psychology, 12, 775056. https://doi.org/10.3389/fpsyg.2021.775056

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7

Hair, J.F.J., G. Thomas M. Hult, Christian M. Ringle, & Marko Sarsted. (2022). A primer on partial least squares structural equation modeling (PLS-SEM)-Third Edition. Sage Publications, Thousand Oaks.

Hair Jr., J. F., Gabriel, M. L. D. D. S., & Patel, V. K. (2014). Modelagem de Equações Estruturais Baseada em Covariância (CB-SEM) com o AMOS: Orientações sobre a sua aplicação como uma Ferramenta de Pesquisa de Marketing. Revista Brasileira de Marketing, 13(2), 44–55. https://doi.org/10.5585/remark.v13i2.2718

Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102

Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382

Hikam, I. F. (2024). Pengaruh Social Media Marketing terhadap Brand Image dan Purchase Decision Produk Beauty and Skincare di TikTok dengan Moderasi Fear of Missing Out (FOMO). 7(1), 564–578. https://doi.org/10.37531/sejaman.v7i1.7733

Hu, S., & Zhu, Z. (2022). Effects of Social Media Usage on Consumers’ Purchase Intention in Social Commerce: A Cross-Cultural Empirical Analysis. Frontiers in Psychology, 13, 837752. https://doi.org/10.3389/fpsyg.2022.837752

Huang, Y.-C. (2022). How marketing strategy, perceived value and brand image influence WOM outcomes—The sharing economy perspective. Journal of Retailing and Consumer Services, 68, 103071. https://doi.org/10.1016/j.jretconser.2022.103071

Jeljeli, R., Farhi, F., & Hamdi, M. E. (2022). The mediating role of gender in social media shopping acceptance: From the WOM perspective. Heliyon, 8(10), e11065. https://doi.org/10.1016/j.heliyon.2022.e11065

Kholis, N., & Ma’rifa, A. (2021). Influence of Price and IncoThe me on Purchase Decisions among Fast-Food Consumers: The Mediating Effect of Lifestyle. ECDC Publishing and Consultancy Enterprise.https://www.researchgate.net/publication/356439792_The_Influence_of_Price_and_Income_on_Purchase_Decisions_among_Fast-Food_Consumers_The_Mediating_Effect_of_Lifestyle

Majeed, M., Owusu-Ansah, M., & Ashmond, A.-A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business & Management, 8(1), 1944008. https://doi.org/10.1080/23311975.2021.1944008

Martini, L. K. B., Suardhika, I. N., Universitas Mahasaraswati Denpasar, Indonesia, Dewi, L. K. C., & Universitas Triatma Mulya, Indonesia. (2022). Tik Tok As A Promotional Media To Influence Consumer Purchase Decisions. Jurnal Aplikasi Manajemen, 20(1), 170–180. https://doi.org/10.21776/ub.jam.2022.020.01.17

Muna, I. (2023). The Influence of Advertisement and Financial Capability on Purchase Intention at La Royba Mart. Journal of Islamic Economics and Philanthropy, 6(1), 70. https://doi.org/10.21111/jiep.v6i1.9280

Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58, 102272. https://doi.org/10.1016/j.jretconser.2020.102272

Sanjaya, F. A., Ambarwati, R., & Lesmanawati, D. (2022). Pengaruh Social Media Marketing Dan Citra Merek Terhadap Keputusan Pembelian Yang Dimediasi Electronic Word Of Mouth (Studi Kasus: Konsumen Kedai “Ikhtiar” Banjarbaru). Jurnal Riset Inspirasi Manajemen dan Kewirausahaan, 6(2), 82–89. https://doi.org/10.35130/jrimk.v6i2.354

Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023

Simbolon, F. P., Handayani, E. R., & Nugraedy, M. (2020). The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car. Binus Business Review, 11(3), 187–196. https://doi.org/10.21512/bbr.v11i3.6420

Simbolon, F. P., Nurcholifa, R. A., & Safarina, M. (2022). The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee. Binus Business Review, 13(1), 57–66. https://doi.org/10.21512/bbr.v13i1.7917

Sulaiman, M., & Hasanah, J. (2025). Peran Pendapatan Masyarakat Dalam Pembelian Produk Branded. IJI Publication, 6(1), 9–15. https://doi.org/doi.org/10.51577/ijipublication.v6i1.757

Tjahjono, E. J., Ellitan, L., & Handayani, Y. I. (2021). Product Quality And Brand Image Towards Customers’ Satisfaction Through Purchase Decision Of Wardah Cosmetic Products In Surabaya. Journal of Entrepreneurship & Business, 2(1), 56–70. https://doi.org/10.24123/jeb.v2i1.4023

Winarno, Kania Oktaviana, Indrawati, I., & Management Business Telecommunication and Informatics (MBTI), Telkom University, Indonesia. (2022). Impact Of Social Media Marketing And Electronic Word Of Mouth (E-Wom) On Purchase Intention. Jurnal Aplikasi Manajemen, 20(3). https://doi.org/10.21776/ub.jam.2022.020.03.15

Yohanes, E., Ellitan, L., & Junaedi, C. M. (2021). The Effect Of Endorsers And Social Media Advertising On Consumer Purchase Decisions Of Instagram Social Media Users With Brand Awareness As A Mediating Variable. Journal of Entrepreneurship & Business, 2(2), 71–85. https://doi.org/10.24123/jeb.v2i2.4472

Zeng, N., Liu, Y., Gong, P., Hertogh, M., & König, M. (2021). Do right PLS and do PLS right: A critical review of the application of PLS-SEM in construction management research. Frontiers of Engineering Management, 8(3), 356–369. https://doi.org/10.1007/s42524-021-0153-5